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Case study: Sainsbury’s

Engaging store colleagues through print and online

  • The Journal  is a print and digital comms solution for more than 160,000 employees
  • 76% of employees agree The Journal  highlights the brilliant things colleagues do
  • MyJournal clocks 147,000 page views with an average session duration of more than three minutes

Sainsbury’s Journal is a highly-valued communication channel for more than 160,000 colleagues in stores, depots and support centres. But how do you keep an employee magazine first launched 60 years ago exciting, fresh and relevant to today’s busy world of retail?


With the appetite for smarter and more sophisticated communications greater than ever – and the retail industry evolving at breakneck speed – 44 needed to reinvent The Journal without compromising on its original values. In line with the client’s wider ‘Live Well for Less’ rebrand, 44 overhauled the magazine creatively to produce a concise and condensed colleague read with a slicker, more lifestyle-oriented tone.

Accompanying this is MyJournal, a new channel hosted on the company’s intranet that delivers a regular stream of timely content. Yet whichever format colleagues prefer, the content is the same – engaging, easy to read and always people-focused.


MyJournal has received more than 147,000 page views with average session duration of more than three minutes. An online survey showed that 80% read The Journal during their break in the colleague restaurant, 76% strongly agree or agree that it’s good at highlighting the brilliant things colleagues are doing at work and 73% like its look and feel.